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LEADERSHIP COMMUNICATIONS PLANNING
CHAPTER 4
THE BENEFITS OF LEADERSHIP COMMUNICATIONS PLANNING
Improved credibility results from strong and effective leadership communi-
cations planning. The benefits include increased levels of trust, improved
alignment throughout all levels, better two-way communications, and the
achievement of lasting results—all of which are a direct outcome of the
strategies mentioned earlier in the chapter. 61
The planning process underscores the fact that everyone in the organiza-
tion has a role to play in communications. The leader is the chief communi-
cator, of course, but he or she should not be expected to shoulder the
communications load alone. The leader should enlist the support of the lead-
ership team as well as professional communicators. Furthermore, if the mes-
sage is to be effective, everyone in the organization has to hear it. In addition,
those at the top of the organization need to know what people are saying
about the message. Communications is integral to an organization, and in the
communications process you see just how important a role it plays in instill-
ing the organization’s vision, mission, and values. (For more on implement-
ing a leadership communications plan, see Appendix A.)

Note: Surveys of organizational culture are another effective way to determine
the communications climate. These surveys are designed to measure attitudes as
well as business practices, customer service, operational focus, and mission,
vision, and values. From these you can discern the communications climate.
One of the best surveys of its kind is the Denison Organizational Culture Survey,
which specializes in linking performance to bottom-line results. You can obtain
more information by visiting Denison’s web site at www.denisonculture.com.

Communications Planner—The Leadership
Communications Plan

Much of this chapter provides direct information that you can put to use
immediately. Use the following questions to help you determine the scope
of your communications planning process.

1. Leaders need to be aware of what is being said about their
organization by its key stakeholders. Make certain that you do
the following:
Make a habit of asking at least three employees a week
how they view the business.